VMSD - March 2013 - (Page 28)
AMERICAN DREAM
The new American Family Insurance store encourages people to
contemplate their futures. By Steve Kaufman, Editor at Large
Woody Allen used to joke: “There are worse things
than death. Have you ever spent an evening with an
insurance agent?”
In its first-ever flagship “store,” American Family
Insurance (Madison, Wis.) is trying to reverse that
notion. The concept, called DreamBank, portrays the
insurance experience not as a boring discussion of
earned premiums, deductibles, residual benefits and
renewal options, but rather as an interactive opportunity to imagine your future and realize your dream.
It’s based on the company’s current marketing
campaign, called “Protect your Dream,” proclaiming that insurance is not a policy you’re buying but a
life’s plan that you’re managing.
28 MARCH 2013 | vmsd.com
“You can buy insurance there,” says George Waite
of Chute Gerdeman (Columbus, Ohio), program
manager on the project, “but this flagship is more
about enhancing the brand and explaining the role
that various forms of insurance planning can play.”
The space is in a 19th Century building on a
square in the center of Madison, across the street
from the state capitol. Originally a bank, it’s predictably solid and imposing. But Chute Gerdeman
designers created a warm, colorful and inviting experience without disturbing the historically protected
architectural bones.
They even turned an old bank vault and its 4-ft.
concrete walls into a “dream vault,” where visitors
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Table of Contents for the Digital Edition of VMSD - March 2013
VMSD - March 2013
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Sushi Stunner
Jump Start
American Dream
Balance Beam
Pills Plus
Showroom
Ad Index
Checking Out
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